Movie Advertising and the Stock Market Valuation of Studios: A Case of "Great Expectations?"
| Year of publication: |
2009
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| Authors: | Joshi, Amit M. ; Hanssens, Dominique M. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 28.2009, 2, p. 239-250
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